Image-based mobile menu at iTokri: +8.97% conversion, +39.81% revenue
Commentary byLiftArchiveOur analysis, not theirsReplacing iTokri's text-only mobile menu with one showing category images lifted conversion rate by 8.97% and revenue by 39.81%.
ConvertPolo ran this A/B test for iTokri, an online store for handcrafted products, and it was published as a VWO case study.
- Conversion rate: +8.97% against the text-only menu.
- Revenue: +39.81%, far more than the conversion lift, so buyers who converted likely spent more or bought more often.
- No figures on menu usage or category clicks were shared.
The change
Text-only menu list replaced with image tiles plus labels.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile hamburger menu listed categories as plain text.
Variant
The menu showed each category with a picture and a label, for groups such as Women, Men, Fabrics and Home & Decor.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Category names like 'Fabrics' can mean many things. A picture shows what is inside before the tap.
- Images make a menu easier to scan on a small screen than a long list of words.
- Clearer navigation may lead shoppers into higher-value collections they would have skipped.
Caveats: No sample size, test duration or significance level was published. The gap between the conversion and revenue lifts is not explained in the case study.
Who ran it
ConvertPolo ran this test for iTokri and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we add category images to the mobile menu, then more shoppers will find and buy from the right collection, because pictures explain each category faster than text.
- Primary metric
- Mobile conversion rate
- Guardrails
- Revenue per visitor
- Menu open-to-click rate
- Page load time on mobile
- Who should test it
- Stores with visually distinct categories whose names alone are vague. If your menu is short and the labels are obvious, images may add load time without much gain.
Questions
Do images in a mobile menu improve conversions?
They did for iTokri, with conversion rate up 8.97%.
The effect is likely strongest when category names are broad or unfamiliar.
Will images slow down the menu?
They can. Use small, compressed images and check mobile load time as a guardrail while the test runs.
Which categories should get images?
Start with your top-level categories. iTokri used groups like Women, Men, Fabrics and Home & Decor.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon